Framing Femininity: Representation and Algorithmic Engagement on Xiaohongshu

Abstract

This study investigates the framing of femininity on Xiaohongshu and its intersection with algorithmic engagement. Grounded in postfeminist and media theories, the research explores how beauty, fashion, and lifestyle narratives construct digital femininity and whether algorithmic visibility reinforces specific gendered ideals. A quantitative content analysis of 30 purposively sampled posts (April–June 2026) evaluated visual and textual features against user interactions (likes, comments, saves) using descriptive and inferential statistics.

Findings indicate that femininity is predominantly framed through self-care, polished aesthetics, emotional softness, and aspirational lifestyles. Although makeup visibility significantly correlated with higher user engagement, overall interaction metrics did not predict how femininity was framed. This suggests that while visually salient beauty content attracts algorithmic attention, digital femininity is co-constructed by creator agency, platform culture, and socio-cultural standards rather than quantitative metrics alone. Ultimately, this study advances the understanding of gender representation in recommendation-driven media and emphasizes the need for critical media literacy.

Keywords: Femininity, Xiaohongshu, Gender Representation, Algorithmic Engagement, Social Media